Merchandising Tips: Feature Strawberries & Avocados to Help Eaters Celebrate Love & Touchdowns
February brings several big eating occasions that drive more shoppers into produce departments looking for tasty treats to make Valentine's Day and Super Bowl gatherings extra festive. While markets are high on two of the most sought-after items for these celebrations, organic strawberries and avocados, a solid merchandising strategy will capitalize on demand to capture sales while creating a perception of value across the produce department.
Whether celebrating romance or rooting for their favorite team, shoppers will gather the bulk of their purchases on Saturday and into Sunday morning of the big game so have those ripe avocados ready! V-day is just 3 days after the Super Bowl, so be sure you’re stocked and ready for a big weekend of shopping.
Here are some merchandising pro-tips from OGC to help bring in big numbers the second week of February!
Go Big on Berries
Data shows that no matter the price point, demand for berries is strong all year long. While markets may seem especially high right now, you should feel confident that going big on berries will prove fruitful
Front & Center
Don’t be shy. Stack them high! It’s critical to display berries in high-traffic areas that capture impulse purchases
Showcase Quality & Keep Turning
Refresh your set! Keep turns high! Put your best foot forward with high-quality berries!
Stop Them In Their Tracks
Because the price point is a little higher, displays need to be bold, make shoppers stop and think, “that looks good!”
Strawberries! Blueberries! Raspberries! Blackberries!
Yes, strawberries may be the first that comes to mind when thinking about V-Day, but incorporating other berries into displays will help drive impulse purchases.
Value-Priced Options
If shoppers balk at strawberry pricing, be sure to offer a price-conscious berry option, like a blueberry in the current market. Now’s the perfect time to capture category sales! Featuring strawberries with blueberries, raspberries and blackberries together will ensure that each shopper puts a berry in their basket if there is a price point for everybody
Deals Across the Department
To help curb consumer perception that pricing is high, offer value deals elsewhere in the department. Saving a little on other items helps justify high-ticket berry purchases.
Cross-Merchandise
Chocolates and mini Angel Food cake cups spark creativity and court convenience shoppers, so bring these items from other store departments to incorporate into displays.
Secondary Displays
Berries sell well outside the produce department, so find locations near the deli or bakery, close to the register or other high traffic areas to build a Valentine’s Day display. Keep secondary locations stocked and looking fresh!
Offer the Whole Meal
Shoppers will be looking for fancy items beyond strawberries. Be sure you’re ready for them with plenty of specialty mushrooms, asparagus and artichokes so shoppers have what they need from appetizer to dessert.
Avocados. Can’t Stop, Won’t Stop!
Like berries, there’s no downtime for avocados. Shoppers want them, and they want them all year long. But, especially on occasions like game day that call for guac, nachos, sandwiches and more.
Go Big & Find a Secondary Location
Like berries, Super Bowl weekend will have shoppers turning out to stock up. Capture their attention with front and center displays in the produce department and secondary displays in other high traffic areas.
Breaking Fruit (But Not Too Broken!)
Top off displays with breaking fruit. Some shoppers need ripe and ready avos immediately, while others have longer to let them ripen. Order up a few days in advance to ensure that you have cases conditioning in your backroom, or contact your OGC Account Rep to order breaking fruit. However you plan, be sure to keep an eye on your display. Over-ripe fruit is a yellow flag thrown on the field when it comes to game day weekend!
Cross-Merchandise & Create Value
Enhance displays with fresh tortillas, corn chips and guacamole ingredients. Bring in extra chili peppers and garlic. Adding citrus is always a great strategy, so don’t forget the lemons and limes. Place value-priced ad items like Sweet Mixed Mini peppers, cilantro and onions with avocado displays to help ease the feeling that avo prices are high.
An Avo (& Price) For Everyone
If big hefty Hass are a barrier to purchase, be sure to offer a price point for everyone. Have small, large, bagged and green-skin options. Encourage shoppers to purchase multiples with a “2 for $__” deal or by offering great pricing on bagged fruit.
Ready-Made Guac
If your department offers ready-made guac, be sure to include some in displays. The grab-and-go convenience will easily capture sales, and lend culinary inspiration to others.
Stock the Party
Veggie platters and seven layer dips will don every party table, so in addition to avos be sure to be ready with dipping veg like baby carrots, celery, grape tomatoes and peppers of all kinds in addition to guac fixings!
Big Tip For Both: Prioritize Unit Movement
With prices running high, focus on achieving a somewhat attractive price point to move units rather than maintaining a firm margin percentage, with an eye towards driving margin dollars. Taking slightly less margin will help ease shoppers’ pocketbook concerns by offering them a more attractive sticker price. In the end, you’ll make up for that margin decrease by moving more units!
It’s bound to be a busy weekend to capture hearts, sales and win big, so plan ahead and reach out to your OGC Account Representative to be sure you’re ready to go with all the supplies shoppers will need!